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Walmart Connect brings closed-loop measurement to linear TV, audio, CTV

MediaPost’s Laurie Sullivan reports that Walmart Connect unveiled expanded partnerships with Warner Bros. Discovery, Spotify and Yahoo DSP, letting advertisers use its audiences and closed-loop measurement across live linear TV, streaming audio and CTV for the first time.

Why it matters. Advertisers gain the ability to attach Walmart’s first-party sales data to linear TV buys on networks like TBS, a measurement link TV sellers have struggled to offer on their own.

Signal from mediapost.com · Laurie Sullivan · read the original.

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